Telstra is a major sponsor of the Australian Idol TV series which allows members of the public to audition to become a star. On the TV show, only a lucky few get the chance to participate. Our big idea was to leverage this sponsorship and give everyone in Australia the chance to become famous using their mobile phone and win a major prize. We hired a celebrity to host an integrated campaign including TV, Online, Street Media, Launch Parties and Street Auditions. We also created a web site where people could upload, download and vote on all the clips.

Almost 4% of the entire Australian population engaged with the campaign. There were 774,532 unique visitors to the web site, 4,605,300 page views and 642,289 videos viewed. Each unique visitor viewed an average of 19 videos. In total, 3,101 auditions were uploaded. The campaign generated $3.9m in incremental revenue for Telstra in mobile phone sales, renewed contracts and 3G network revenue.